随着我国经济的持续扩张和世界经济全球化的加速，外资企业进入我国食用油市场，引发了激烈的竞争。这些企业凭借其先进的管理理念和经营理念，在中国粮油市场占据着领先地位，使得中国的本土企业受到强大的市场冲击。我国粮油业主要以中小企业居多，经营能力参差不齐，与全球大型企业存在较大差距。在这个挑战大于机遇的市场中，如何依据企业自身情况，满足市场需求，实现企业的生存和发展，是当前众多企业所面临的现实问题。本文以A食用油公司为研究对象，在系统性研究当前国内外定位理论和营销理论的基础上，综合运用文献分析法、实地调研法和定量分析法，对A公司菜籽油产品市场营销问题进行深入分析，为其重新进行市场定位，并提出营销组合策略。全文结构上首先运用PEST分析法对食用油的宏观环境进行分析，然后运用波特五力模型对食用油行业进行探究，了解外部市场情况以及自身的优劣势后，通过SWOT分析方法找到A公司发展的机会点，确定A公司产品的调整方向。重点在针对A公司菜籽油产品定位不清晰的问题，通过STP理论确认目标市场、目标人群和市场定位。在此基础上，结合经典的4P理论制定出产品、价格、渠道、促销的组合策略。最后，为确保营销策略的落地执行，提出策略保障措施。本研究旨在通过对A公司产品经营问题的思考和尝试，寻求在传统快消食品企业的发展道路上有所突破，并希望本文的研究能为食品企业的市场定位及营销策略制定提供一定的参考和借鉴作用。

With the continuous development of Chinese market economy and the acceleration of the globalization process of the world economy, foreign enterprises have entered the Chinese edible oil market, triggering intense competition. These enterprises, with their advanced management and business philosophies, occupy leading position in the Chinese grain and oil market, causing a strong market impact on Chinese local enterprises. The grain and oil industry in China is mainly composed of small and medium-sized enterprises with varying operational capabilities, creating a significant gap with global large-scale enterprises. In this market where challenges outweigh opportunities, how to meet market demands and achieve survival and development according to the company's own situation is a real problem faced by many enterprises at present. This paper takes Company A's edible oil as a research object, and on the basis of systematic research on current domestic and international positioning theories and marketing theories, it uses literature analysis, field research, and quantitative analysis methods to conduct an in-depth analysis of Company A's rapeseed oil product market marketing issues, reposition its market, and propose a marketing mix strategy. The structure of the paper first uses PEST analysis to analyze the macro environment of the edible oil, then uses Porter's Five Forces model to explore the edible oil industry, and after clearly understanding the external market situation and its own strengths and weaknesses, it uses SWOT analysis to find the development opportunities of Company A and determine the adjustment direction of Company A's products. The focus is on the unclear market positioning problem of Company A's rapeseed oil products, confirming the target market, target population, and market positioning through STP theory. On this basis, it combines the classic 4P theory to formulate a combination strategy of product, price, channel, and promotion. Finally, in order to ensure the implementation of the marketing strategy, strategic guarantee measures are proposed. This research aims to seek breakthroughs in the development path of traditional fast-moving consumer goods enterprises through thinking and attempts on the operational issues of Company A's products, and hopes that this research can provide some reference and reference for the market positioning and marketing strategy formulation of food enterprises.